The Pro editions will sport a redesigned camera with a third camera lens, similar to recent models from Samsung. The extra lens will be an extreme wide-angle, offering the ability to get more people into group shots.

At a media event in Cupertino, California, Apple execs said the new iPhones would be more powerful and have longer-lasting battery life.

With the new phones, Apple has lowered the prices by $100 of the older iPhone 8 and 8 Plus models to $449 and $549 and discontinued the current XS and XS Max models. Those phones should be available at close-out prices.

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The tech giant announced the new iPhone 11 and iPhone Pro during an event at its headquarters in Cupertino, California.
USA TODAY

The new entertainment service, TV+, will launch on Nov. 1 and compete with the likes of Netflix, Amazon Prime Video and Disney's set-to-debut Disney+ service with a lower price tag – $4.99 monthly. However, it will have way fewer shows, touting just nine in a release Tuesday, including "The Morning Show" with Jennifer Aniston and Reese Witherspoon.

A new iPad, the seventh-generation model, will be available at the end of the month, with a higher-resolution 10.2-inch screen.

The new phones come at a time when Apple’s iPhones sales have fallen because of consumer pushback at the rising prices of the phone and issues in China. CFRA Research says iPhone sales will be down 15% in 2019.

Apple has historically sold over 200 million iPhones for the past several years, but analyst Daniel Ives from Wedbush Securities says Apple will ship 180 million of the new phones.

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A woman tries out a new Apple iPhone 11 Pro during an Apple product launch event at Apple's headquarters in Cupertino, Calif. on Tuesday, on Sept. 10, 2019. Apple unveiled its iPhone 11 models touting upgraded, ultra-wide cameras as it updated its popular smartphone lineup and cut its entry price to $699. JOSH EDELSON, AFP/Getty Images

Apple employees cheer as participants enter Apple Park for the annual event. According to a report last month by Bloomberg, Apple will unveil two Pro models of the iPhone to succeed the iPhone XS and XS Max, as well as a budget model comparable to the iPhone XR at this years event in Cupertino, Calif. Sept. 10, 2019. Harrison Hill, USA TODAY

Apple CEO Tim Cook announce new products during an event Tuesday, Sept. 10, 2019, in Cupertino, Calif.Apple will unveil two Pro models of the iPhone to succeed the iPhone XS and XS Max, as well as a budget model comparable to the iPhone XR at this years event in Cupertino, Calif. Sept. 10, 2019. JOHN G. MABANGLO, EPA-EFE

Phil Schiller, Senior Vice President of Worldwide Marketing, talks about the new iPhone 11 Pro and Max. The new Super Retina XDR display is a pro display with the brightest display ever in an iPhone. Tony Avelar, AP

The Apple Watch has turned into a surprise hit for Apple, after a rocky start when it was introduced in 2014. As part of the “Wearables” category, which also includes the AirPods Bluetooth earbuds, The Watch division brought in more revenue in the recent quarter than iPads, $5.5 billion to $5.0 billion, and is close behind Macintosh computers at $5.8 billion.

The iPhone still rules at $26 billion, and No. 2 is the Services division with $11.4 billion.

To make up the shortfall from declining iPhone sales, Apple has been pushing hard on Services, which includes iCloud storage and Music subscriptions.